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Tuesday, December 13, 2016

On-Premise Gaming/Gambling: What Is It And Why Is It A Game Changer For Land Based Casino Operators?

Recently, I was talking to the CEO of the online mobile gambling business CASHBET about their business and where he thought the gaming industry was going. During the conversation the CEO frequently brought up the subject of "on-premise" gaming/gambling.

What Is On-Premise Gambling? - Essentially, on-premise gambling is online gambling restricted to the confines of a specific geographic area. In the case of the casino industry it is the restriction of gambling game content within the confines of the casino(premises). The primary delivery vehicle for on-premise gambling is a mobile device such as a phone or tablet either owned by the player of provided by the casino for use within casino premises.

Apparently, many of the US based regional as well as Vegas and Atlantic City casinos have been given the regulatory green light to offer this form of gambling within their physical properties. On-premise game "delivery" is a convenient way for land based operators to engage players within their casinos without the requirement of having a physical machine, table, etc. On-premise gambling allows players to use their own mobile devices to access branded gambling content within the casino property which also includes the hotel, recreation areas/pool, bar, etc.

There are a number of reasons why delivery of gaming content in this form is important for the longevity, survival, growth and player retention of land based casinos.

Generational Shift In Player Preferences - It is no secret that a generational shift in casino game play habits has occurred and is continuing to evolve. The primary catalyst for this shift is Internet access to content of all kinds with gaming being only one of many domains that have been impacted. Potential land based casino visitors not only want to experience a game in an online context they also want to see shows, book rooms, communicate with casino staff, friends and family, etc. online.

Social Context - The social context of online engagement is also an important byproduct of gamers playing casino games online in a casino setting. If properly executed all forms of social engagement including Twitter, Facebook, SnapChat, etc. can be included in the mix of communication during play allowing a much larger audience to participate vicariously in the game experience.

The recent Vegas eSports event that was heavily covered by media is also a big part of the casino make over that is resulting in a younger demographic experiencing Vegas and casinos in general in a way they understand and prefer.

The adoption, by land based casinos, of the CASHBET online mobile gaming model is one of many new online and game content models that land based casinos will be embracing in the future. The evolving intersection of land based and remote gaming will be an interesting process that will likely result in new games all together that muddle the lines between terrestrial, remote, mobile forms of game content delivery.

Kevin Flood is the CEO of Gameinlane, Inc. Kevin spent time at the Machine/Learning Lab at MIT as a technology transfer fellow engaged in model based reasoning, case based reasoning and rule based systems to enhance diagnostics systems. Kevin has worked for and with US land based casino operators helping them evaluate social casino and iGaming platforms for the purpose of joint ventures and acquisitions in addition to launching online gambling operations in Europe. Gameinlane is also startup "friendly" understanding the unique value new gaming companies bring to the marketplace. Kevin frequently speaks at gaming conferences around the world providing him with a unique perspective on this very interesting business sector. Kevin can be reached at kflood@gameinlane.com and or twitter at @kflow1776.